Purpose – The purpose of this research is to explore the cultural and branding issues that have gone into the design and development of Nano – a brand name for an Indian automobile – which is a low‐priced passenger vehicle targeted toward the middle‐class Indian consumer in urban...

This book examines how to optimize design management processes in order to produce innovation within organizations. It first looks at how to harvest a culture of design and then examines topics specific to product and service design. Individual chapters provide anecdotes drawn from leading...